Amazon Rolls Out Premium A+ by Invitation Only

On August 2022, Amazon announced a new Premium version of A+ Content promotion.  Brand owners enrolled in the Amazon Brand Registry are now eligible to create this content at no additional cost during an extended promotional period but by invitation only.

Using Amazon A+ content is one of the best ways to build customer trust, increase conversion rates, and rank higher on Amazon SERPs (search engine result pages).

But what is the difference between A+ and Premium A+?

To break it down, here are their differences,

Amazon Basic A+ (formerly called Enhanced Brand Content or EBC) is now freely available and offers unlimited use to all vendors. It allows five modules per page, with a choice of 14 basic module types. This will enable vendors to showcase their products and dive deeper into their brand story and values. The modules are 970 pixels wide, not quite filling up the page with a 6-way comparison table option to showcase the product features against others.

Sample Basic Amazon A+ Content
Basic Standard Comparison Table

Whereas Amazon Premium A+ offers a much wider choice of 17 premium and interactive modules as well as the 12 basic modules with the ability to use 7 modules per page. These modules stretch across the entire page at 1464 pixels wide, offering vendors the opportunity to enhance their visuals and tell a brand story in a more enhanced way. However, this may cost about $250k – $500k a year.

Sample Amazon Premium A+ Content
Standard Comparison Table with video contents for cross-selling
Brand Story
Comparison between Basic Amazon A+ and Premium A+

Basic A+

Premium A+

Free & unlimited use to all brand owners

Exclusive invite-only basis

17 Standard Modules
(Originally had 12  then 15, and now 17.)


17 basic modules + 17 premium modules


Standard Images Resolution

HD Images and Videos

970 px wide

1464 px wide

Limit of 5 modules per page

Up to 7 modules per page

3-10 % increase in conversion rate

Up to 15% conversion rate

Offers 1 **cross-selling *standard comparison table for use 

3 **cross selling tables available

1. Premium Standard Comparison,
2. Feature Comparisons
3. Direct Comparison of two products

**Cross-selling tables refers to the chance to feature similar products and complementary products to go with their brand choice. This way, consumers can choose an alternative and not look for a different brand if the specific product they’re looking for is unavailable.

*Standard Comparison – at least 2 and a maximum of 6 comparison products must be inserted. There can be up to 10 comparison metrics, and the format for the graphics is at least 150px x 300px.

Premium Standard Comparison is still similar to Basic A+ Standard Comparison; only the number of comparison products and the comparison metrics differ. A minimum of 3 and a maximum of 6 comparison products can be inserted in the A+ Premium table. In addition, between 5 and 12 comparison metrics can be used. The image format of the graphics to be inserted also differs: Here, it is at least 200px x 225px.

Feature Comparison The Premium Comparison Table 2, used with an image format of 300px x 225px, it emphasizes the products. Here you can insert so-called feature comparisons (min. 2 / max. 5). Titles can be up to 30 characters, and description texts are limited to a maximum of 80 characters. In contrast to the other tables, whole sentences can be inserted here.

Direct Comparison of two products Customers can navigate using the arrows to choose between different products that are compared with each other. The Premium Comparison Table 3, on the other hand, is particularly suitable for comparing two products with each other in more detail. A maximum of 4 comparison products can be inserted, and between 3 and 7 comparison metrics are possible.

Basic A+ Modules
  1. Standard Comparison Chart
  2. Standard Four Images & Text
  3. Standard Four Images/Text Quadrant
  4. Standard Image & Dark Text Overlay
  5. Standard Image & Light Text Overlay
  6. Standard Single Image & Highlight
  7. Standard Single Image & Sidebar
  8. Standard Single Image & Specs Detail
  9. Standard Single Left Image
  10. Standard Single Right Image
  11. Standard Text
  12. Standard Three Images & Text
  13. Standard Company Logo
  14. Standard Image Header with Text
  15. Standard Multiple Image Module A
  16. Standard Product Description Text
  17. Standard Technical Specifications
Premium A+ Modules
  1. Premium Background Image with Text
  2. Premium A+ Comparison Tables
  3. Premium A+ Single Image with Text
  4. Premium A+ Three Images with Text
  5. Premium A+ Dual Images with Text
  6. Premium A+ Four Images with Text
  7. Premium A+ Full Image
  8. Premium A+ Full Video
  9. Premium A+ Hotspots 1
  10. Premium A+ Hotspots 2
  11. Premium A+ Regimen Carousel
  12. Premium A+ Simple Image Carousel
  13. Premium A+ Text
  14. Premium A+ Video Image Carousel
  15. Premium A+ Video with Text
  16. Premium A+ Technical Specifications
  17. Premium A+ Q&A Module

Currently, Amazon offers a promotional period where you can choose to use Amazon Premium A+ free of charge. Sellers registered as a Brand Owner with Amazon Brand Registry are now eligible for Premium A+ content at no cost for an extended promotional period.

You can publish Premium A+ content for all registered ASINs during the promotion period using the A+ Content Manager.

If you have published an A+ branded story in your ASIN catalog and approved at least 15 A+ content projects for each Amazon storefront in the last 12 months. In that case, you are eligible for premium A+ content.

Access to Premium A+ is granted at the end of each month. If you meet the criteria, you’ll see an access banner in your A+ Content Manager.

Also, Amazon Premium A+ Content is a unique tool that goes beyond basic A+ Content and provides an opportunity for brands to showcase their product`s key features and benefits in a modern, visually appealing structure. Larger brands are mostly the ones that use Premium A+. 

With Premium A+ content, brands can use images and videos to communicate visually and have stricter character limits for product descriptions, significantly reducing their reliance on text. These consist of the following components.

  1. Multiple images of a product include product photos shot in close-ups, different angles, and other lifestyle shots. Includes the Interactive hover hotspot modules- Hotspots 1 & 2;

Hotspot 1 – these are the interactive call-out images where customers can hover over ‘hotspot’ areas of an image and view the pop-up text with the key product benefits.

Hotspot 2 – This module is similar to the first Premium Hotspots module but with a header and text subfield above the image.

  1. Precise, informative, and short introduction of the product. This should be 100 words or less.
  2. Clear and attractive list of bullet points where every line impacts the buyer and explains the benefits.
  3. Concise paragraphs with clear, scannable headers which explain more about the product features, specifications, and benefits.
  4. A section called “What’s in the box” lists all the product’s components so buyers know what they are buying.
  5. Apart from the above, other elements include 360° product views, a matrix (comparison chart), and videos for cross-selling the items within the product family. It also has mobile-friendly & voice-friendly product pages that integrate with Alexa System.

However, there are also consequences when using Premium A+ content,

  1. Amazon has indicated that Premium A+ content is an exclusive tool; thus, this is an invite-only basis.
  2. Amazon Premium A+ Content costs are negotiated between the brand and the vendor manager at Amazon. Usually, it will cost between $250,000 to $500,000 per year. However, lately, Amazon has waived this fee if a seller is potentially eligible to apply for Premium A+ content.
  3. There are character restrictions that are way stricter than in the basic Amazon +
Restrictions that apply in both Amazon+ and Premium A+ content
  1. Do not use symbols or special characters like ™ or ®.
  2. Make sure to check the module’s requirements, like image resolution and size.
  3. Do not give any contact information about the company.
  4. Do not refer to your business as a distributor or seller.
  5. Do not mention any shipping information.
  6. Do not use quotes from third parties (example: references, reviews, etc.).
  7. Do not include any low-quality images.
  8. Never use the same product photo twice.
  9. Do not link to any other website.
  10. Do not violate Amazon policies or category requirements.
  11. Do not mention guarantees or warranties.
  12. Do not use debatable claims or opinions (example: “The Best” or “The Top”).
  13. Avoid using capitalization or bold in excess.
  14. Do not use buzzwords like cutting-edge, green, or eco-friendly.
  15. Do not submit the content with grammatical or spelling mistakes. Always proofread before submitting the content.

Please note that Amazon rejects a product listing that doesn’t follow its guidelines.

Lastly, know your brand; if Premium A+ is suitable for your business, it’s only worth paying for if you know how to use its full features to your advantage. Consider many things before investing in Premium A+. If your product requires a detailed and technical explanation, it may be best to stick with Basic A+.

Need Help with Your Amazon Product Listing?

If you’re looking for high-quality and standard photos and videos for your Amazon products listings, Creativeblox Design Studio can undoubtedly help you with your Graphics and Photography needs. Contact us through email at [email protected].

Check out our complete list of services HERE. Let’s work together!